Although we can often be incredibly rational creatures, ultimately we are all susceptible to being swept away by a great story. We enjoy a story that moves us and touches our hearts, and that is what makes us suddenly realise that one particular company, organisation or brand speaks to us more than another. That has everything to do with likeability, which is very much linked to storytelling rather than conventional advertising. Storytelling does not pack messages into bite-sized chunks as advertising does. It drapes them in personal experiences, viewpoints, memories and human background stories. Good storytelling not only focuses on sending information; it also focuses on receiving information, on dialogue and on interaction. If you look at the online world of today, it is little wonder that storytelling is so effective.